IAB

Opera introduces native ad blocking: what advertisers & publishers need to know

While the debate around ad blocking continues, Opera has decided to build a native ad blocker that ships with its browser.

The company announced that it’s “the first major browser vendor to integrate an ad-blocking feature” and the reason won’t come as a surprise.

It looked at the stats, which show that a growing number of consumers want ad blockers to protect them from bloated web pages, poor browsing experiences and unwanted tracking.

36% of top UK advertisers don’t have a mobile site: report

A third of the UK’s top 100 advertisers (36%) still don’t have mobile optimised sites, according to a new report from the IAB.

However there has been a slight improvement since the survey was last carried out six month ago, when it found that 42% of the top advertisers did not have a mobile web presence.

The new study also includes European advertisers as a benchmark, revealing that just over half (54%) of sites across Italy, Spain, Germany and France are now mobile ready.

The UK is also apparently leading the way when it comes to responsive design, which is seen as one of the most effective methods of delivering an effective multichannel user experience.

Around a quarter (24%) of the UK’s top advertisers have a responsive site, including Disney, Chanel, Sky and Sainsbury’s. However the latter has only used responsive design for its banking business, not for the corporate or groceries sites.

Covert native ad campaigns can catfish consumers

A New York City doctor with a Witherspoon personality, Nicki Minaj body, Sinatra eyes and love of fried donuts might be your perfect match.

She’s 34, single and looking to meet other local singles in the city. She may seem too good to be true, and that’s because she is.

This New York City bachelorette’s main motivation is to prompt you to tune in for the season premiere of her primetime TV show, The Mindy Project, on Fox Primetime.

UK digital ad spend up 12.5% to £5.42bn in 2012: report

UK digital ad spend increased by 12.5% to almost £5.42bn in 2012, according to a new report from the Internet Advertising Bureau (IAB).

The figures show that marketers have responded to the fact that smartphone ownership now stands at more than 64% in the UK by investing a massive £526m in mobile advertising.

This represents a rise of 148% on 2011 and the real term increase of £322.7m accounts for more than half (53%) of the £607.3m increase in total digital ad spend.

Overall mobile accounts for 9.7% of digital ad spend compared to just 1.1% in 2009, which underlines the growing importance of this channel.

But despite the massive increase in investment there is some evidence that work still needs to be done to improve the impact of mobile ads. A recent survey by Nielsen found that 53% of smartphone owners claim to have never received adverts while using their device.

What’s really challenging the online performance marketing industry?

So we’ve proved online performance marketing is big, but what’s next? 

The headlines attached by the IAB and PwC to the ground-breaking study into Online Performance Marketing say it all: ‘The UK’s “hidden” £814m online economy’.

The report has provided fantastic ammunition for everyone involved in affiliate marketing and lead generation, whether talking from the network perspective, publisher or even client side, to point to the enormous value that OPM delivers.

We can see where the 12% average growth per year over the last five years has come from and where the potential for future growth might be. Financial services accounts for 45% of total spend retail 20%, media and telecoms at around 10% and travel and leisure at 9%.

Most large brands in the UK are involved in affiliate marketing and the study also signalled continued rapid growth with an average increase in investment of 25% this year.

Future versions of Firefox to block third-party ad cookies

Online advertising continues to grow by leaps and bounds, but that doesn’t mean that life is easy for players in the digital ad ecosystem. In fact, the thriving online ad economy is increasingly complicated.

Unfortunately, things are only going to get more complicated. Need evidence? Look no further than last week’s announcement that one of the most popular browser makers, Mozilla, will begin blocking cookies from third-party ad networks by default in Firefox 22.

Advertisers want new ad units, but aren’t quick to embrace them

For many advertisers, when it comes to ad formats, bigger and bolder is better. And for good reason: many consumers are blind to ads, so to get their attention, ads really have to stand out.

But as much as advertisers say they want new ad units that will stand out, they apparently aren’t impressed with the bigger and bolder units the Interactive Advertising Bureau (IAB) unveiled in 2011.